The Spanish government is spending nearly €10 million on a massive advertising campaign to 'reassert democracy'. This urgent contract, managed by the Ministry of Territorial Policy, aims to combat disinformation and celebrate 50 years since the death of dictator Francisco Franco.
The campaign comes at a time when Spain's international corruption and democratic quality ratings are at record lows. The government justifies the urgent contract citing 'an unavoidable need' and 'reasons of public interest'. The campaign will run for six months, potentially extending for another six months, with additional costs for media buys.
The €9.9 million initial allocation will fund the creation and production of promotional materials for various media channels. The campaign aims to:
The campaign will utilize TV, radio, podcasts, press, magazines, internet, outdoor advertising, cinema, social media, and public relations channels.
The €10 million surpasses the initially planned €7.8 million budget for promoting democratic values, making it the second-most expensive government campaign this year, after the DGT road safety campaign (€11.4 million).